Curry4 Drone Drop
Client: Under Armour
Creative Direction: Roni Sebastian
Art Direction: Patrick Cho, Trevor Reese
Copywrite: James Littlejohn
Account: Jason Chong
Project Summary
We reimagined the shoe release with a disruptive delivery method that mimicked Stephen Curry’s style and his ability to launch from anywhere at any moment by unleashing the world’s first sneaker drop via drones.
CLIENT BRIEF
Under Armour asked us to create platform intentional digital concepts that engage the Generation Z kid, piquing their interest in the Curry 4 - "cool factor"
GOALS
SHIFT
PERCEPTIONS
Convince our kid that Under Armour makes quality basketball footwear that looks good on and off the court.
CONNECT TO
CULTURE
Create a foundation that shows we "get it" culture. Association with the right people to authentically transition us to a cultural context.
PRODUCT
STORYTELLING
Make the tech benefit of the shoe cool, but simple and tell the story in numerous ways that make it interesting and easily digestible.
DRIVE
DEMAND
Drive product scarcity in market. If you can get any Curry shoe at any time, the shoe is not that special.
THE PLAY BY PLAY
SOCIAL TEASERS
With our demographic heavily involved in the social media game, it made sense to tease out the #dronedrop via facebook, instagram, and twitter handles of Under Armour and key sneaker influencers only days before the drop.
Because of the social teasers, curiosity around the drone drop had people and the media buzzing. On drop day, we launched several drones from a kick ass yacht in the middle of the San Francisco Bay.
DROP DAY
LAUNCH PAD
INTERACTIVE MAP
We developed an interactive map so users in Oakland and beyond could follow along and race to find the hidden drop zones to be the first in line to claim their freshly signed pair of Curry4's.
DROP ZONE
Fans that located the hidden drop zone on their map, scanned their code at the Curry4 booth in order to be queued in line to await their signed pari of Curry4's delivered via drone.
Fans that located the hidden drop zone on their map, scanned their code at the Curry4 booth in order to be queued in line to await their signed pari of Curry4's delivered via drone.
RESULTS / IMPRESSIONS
BAY AREA
19,000 Fans interacted in native app.
Average time spent in app was 8:00 min.
BEYOND THE BAY
People from 150+ countries followed along.
16,000,000 social media impressions.
119,000,000 media impressions.